Digital ad verification firm Integral Ad Science (IAS) has bought ADmantX. The transaction brings together the leading provider of contextual intelligence solutions with IAS’s powerful suite of ad verification products, enabling publishers and advertisers to match ads with relevant online content at the page level.
With the volume of digital content booming and increased data privacy concerns worldwide, contextual relevance has never been more important to the advertising industry. Through natural language understanding and machine cognition, ADmantX technology delivers near-human comprehension of online content – at scale. This next-generation capability delivers value for both advertisers and publishers by better matching ads to relevant content without limiting reach.
“ADmantX shares our bold and disruptive vision to use science as the foundation of building innovative and effective solutions,” said IAS CEO Lisa Utzschneider. “Adding this sophisticated contextual technology to our global product suite unlocks unprecedented contextual classification at scale, enabling precise ad targeting for marketers.”
In addition to bolstering IAS’s technological suite, the acquisition brings a powerful combination of patented technology and related expertise to IAS, as well as deep relationships with brands and premium publishers worldwide.
“The ADmantX team is thrilled to be joining IAS, an organization that leads through data and science. The addition of our leading cognitive and linguistic intelligence technology to IAS will supply the industry with powerful and precise tools to drive ad adjacencies and increase customer engagement without limiting scale and optimize publisher content inventories,” said ADmantX CEO Giovanni Strocchi.
“IAS now offers the most sophisticated and scalable brand suitability solution on the market,” said Nick Morley, IAS managing director, EMEA. “It’s an exciting position for us to be in as we continue to grow across Europe, and on a global scale. The importance of contextual understanding has increased rapidly over the past few years. We’re very excited to offer brands a solution that allows them to confidently place ads in a brand suitable environment at scale – and for publishers, they are now empowered to better optimize their content and improve revenue models. We are truly excited about the positive waves this acquisition will make, not only for our own clients, but also for the industry as a whole.”